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Here’s a first: The new white Coke can

When it comes to package design, Coca-Cola seems to do little wrong. Here’s the 2011 holiday can, which features a striking white design with the company’s iconic polar bears.

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Update, December 2: Coke has abandoned the white polar bear can and will replace it with a red can. Read more.

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This is the first time Coke has put out a white can, and it’s part of an effort to raise money to save polar bear habitats.

Coca-Cola usually does a holiday package design with Santa, but it sounds like they’re giving Santa the year off. Here’s the explanation, from a Coca-Cola press release:

First Ever White Packaging Encourages $1 Text Donation to WWF

This holiday season, more than 1.4 billion white Coke cans will help raise awareness and funds to protect the polar bear’s home. White bottle caps also will be on bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea, Minute Maid and more. Coca-Cola has never before changed the color of the red can to support a cause.

Beginning November 1, 2011, the familiar red can background will be replaced with an all-white panorama, highlighted by the iconic Coca-Cola script printed in red. The eye-catching cans will feature the image of a mother bear and her two cubs making their way across the Arctic. White packaging will be on store shelves through February 2012.

Coca-Cola is making an initial donation of $2 million to WWF and inviting others to join the effort. Anyone who wants to help the polar bears can text the package code to 357357 to donate $1 to WWF. They also can donate online at ArcticHome.com, starting November 1. Coca-Cola will match all donations made with a package code by March 15, 2012, up to a total of $1 million.

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So while you’re drinking empty calories, bathing your teeth in high fructose corn syrup and citric acid, and supporting a hugely wealthy global corporation, you’ll also be helping polar bears. Call it even.

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— By Daryl Lang. Filed under Marketing

6 comments

  1. Coca-Cola’s donation of $2 million to WWF is a very good start; I hope many other global brands including McDonald’s, KFC and so on do the same .. every cent matters when it comes to helping save these magnificent beasts .. they will soon be lost forever otherwise.

  2. Steve Tang says:

    It’s great to know this new idea on doing charity work. Hope that this will encourage more people to support and work together on this activity successfully. Anyway, is this cola can available in Asian?

  3. nicole says:

    this is a very biased article slamming coke like that. Glad we have all these freedoms here like speech,to make billions of dollars, and to drink what we want. I’m sure Coke appreciates the free advertisement of their new can.

    • John says:

      Agreed. The slam on Coke at the end is both unnecessary and uninformed. Since when is supporting a successful company automatically a bad thing? If you don’t like corn syrup, as I don’t, there are alternatives. I don’t mind paying a little extra to get Coke made with real sugar at my local Costco. Don’t blame Coke for capitulating to the unfair US government subsidies of corn. And empty calories is subjective. I find them more enjoyable than getting the same calories from other drinks/food.

      You’re entitled to your own opinion, but tacking that onto this article where it was only tangentially related seems disagreeable.

      • Harry C. says:

        If you read Coca-Cola’s history, there is a long line of transgressions which would make anyone turn their head twice. Mysterious murders of union members, questionably illegal monopolizing practices including intimidation, and much more.
        Not to mention that the carbon emissions from the one billion coke products opened everyday might add more to the melting homes of the polar bears.

        I think it is great that Coke is attempting to give back in some way. But isn’t there the possibility that they are just co-opting a progressive ideal in order to put less attention on the questionable economic and environmental practices in which Coke does participate?

  4. ted says:

    Christmas without Santa cans? I HATE THE NEW CANS!

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